Sue Fidler
Sue Fidler MARKETING
Sue Fidler
Why? More than 70% of UK population have is 99% unique
Sue Fidler Why? Great for fast communications, - nearly all opens are within first 24rs Good for repeat/follow up messages Good reporting – who and what Good for calls to action - campaigns and appeals Forward to a friend
From the invention of direct marketing back in the 1970s when the first databases were developed the dream has been for fast, cheap, personalised marketing with instant reporting
fast – almost instantaneous delivery easy – adding copy to a template personalised – with name, details, even drop in pictures and paragraphs like traditional DM cheap - <1p per sent instant reporting who received who opened who clicked on what and when who forward it linked to web tracking to follow visitors around site
What? marketing selling communicating fundraising campaigning
Sue Fidler
DELIVERY and COMPLIANCE
Sue Fidler Delivery: The mechanism used to send and deliver bulk s Three methods: Outlook/Eudora/Lotus/other PC/pop3 based system In-House bulk broadcast software ASP bulk broadcast software
Sue Fidler Address BookAddress Management/history/export/import SubscriptionsSubscribes and unsubscribes – sign up form BouncesHard ( not there) and Soft (unavailable) 2 part sendHTML and Text versions Segmentation/ personalisation Add personal details/info, segment by data in address book or actions Auto repliesSet up replies to sign up, unsubscribe and specific actions/data TemplatesDesign, WYSIWYG, look and feel management ReportsOpen rate, Click throughs, bounces, unsubscribes HTMLHTML with WYSIWYG editor SPAMAvoid being blacklisted - SPF records, Sender ID, registered IP address BandwidthInternet access being blocked ITAngry people…
Sue Fidler
OUTLOOK PurposeX Address BookX SubscriptionsX BouncesX 2 part sendX Segment/personalizeX Auto repliesX TemplatesX ReportsX HTMLX SPAMX BandwidthX ITX Fit for purposeX
Sue Fidler OUTLOOK IS BAD
Sue Fidler OUTLOOKIn-House s/w PurposeX Address BookX SubscriptionsX BouncesX 2 part sendX Segment/personalizeX Auto repliesX TemplatesX ReportsX HTMLX SPAMXX BandwidthXX ITXX Fit for purposeXX
Sue Fidler OUTLOOKIn-House s/wASP s/w PurposeX Address BookX SubscriptionsX BouncesX 2 part sendX Segment/personalizeX Auto repliesX TemplatesX ReportsX HTMLX SPAMXX BandwidthXX ITXX Fit for purposeXX
Sue Fidler
OUTLOOK IS BAD
Sue Fidler Compliance: Making your legal and acceptable Data Protection Act (DPA) OPT IN PROOF UNSUBSCRIBE RIGHT TO SEE RECORD
Sue Fidler Compliance: SPAM DPA Know where the addresses came from Send from a registered broadcast service - NOT YOUR IT SERVER
Sue Fidler Compliance: Data Control Who can get to the data – What might they use it for? Are all copies of the address book kept up to date – Update the unsubscribes on all databases Who is sending what and when and to whom? Step 1 – e-comms strategy step 2 – comms strategy
Sue Fidler Compliance: Accessibility HTML and Text version Web version “can’t read click here” Alt tags on the images Contrast, links underlined Unsubscribe and subscription management
Sue Fidler Good Communications… User Friendly Clear layout and branding Short copy Regular FROM address Regular Subject Line Links all work
Sue Fidler
Good Communications… User Friendly Clear layout and branding Short copy Regular FROM address Regular Subject Line Links all work
Integrated Marketing
dM Ask Reminder Teaser
dM or Ask Teaser Reminder dM Ask Teaser Online users open before post
dM Ask Teaser Reminder Magazine Shop on website newsletter Above the line TV Story on website
Sue Fidler Frequency: How often can you send? Enews – daily, weekly, monthly Viral – taster, reminder Campaigns – taster, reminder, updates ASK THE AUDIENCE
Sue Fidler Names: where do you get them? Online sign up Offer URL on every piece of paper/poster/leaflet Offer opt in via EVERY response mechanism; mail, web, phone Existing paper-based newsletter Swap names with peers Get article in press or other newsletters Buying lists – don’t without expert help
Sue Fidler Resources Why do enews sending newsletters Choosing Bulk Software building and designing newsletters
Sue Fidler Resources - DPA The legal basics Are you registered as a Data Controller? Third party lists Data protection and viral e-marketing Writing a user-friendly privacy policy Data collection guidelines The Data Protection Act Increased powers to fine for the Information Commissioner's Office All at
Sue Fidler Resources Hitting the Mark - A benchmark study of retail marketing performance
Sue Fidler